Vancouver Canucks

the Customer

The Vancouver Canucks are a professional hockey team based in Vancouver, Canada. They are a member of the National Hockey League (NHLTM).

Customer requirement

The Canucks have millions of loyal fans across British Columbia, Cana- da and other parts of the world. Knowing their fans better, providing them a personalized fan experience and ensuring their in-arena expe- rience is exciting and rewarding are all priorities for the Canucks. The Canucks currently engage with their fans across web, social and mobi- le platforms – speci cally via Canucks.com, Ticketmaster.ca, Facebook, Twitter and several other af liated websites.

The ability to track fan behavior across all these different digital touchpoints, as well as coll- ecting information on how many games a fan attends is key to enga- ging the fan better and delivering a more personalized experience that strengthens the connection between the fan and the Canucks brand.

PROPOSED SOLUTION

ECENTA proposed the use of SAP Hybris Marketing to be the “Fan data hub” and SAP Hybris Cloud for Sales. In the rst phase, data from Ticketmaster, SAP Hybris Cloud for Sales and Formstack (forms on their branded websites) are brought into SAP Hybris Marketing. This gives the Canucks key statistics on their most important fans – the season ticket holders.

This allows them to create speci c email cam- paigns based on custom segmentation rules. Based on the response to the email, a lead is created in C4C which is assigned to a Ticket Sales Rep who then contacts the fan to make further offers, or renew their season membership. The success of the campaign is then measured based on how many leads are converted to “Won” opportunities in C4C.